Unthinkable with Jay Acunzo cover image

MINI-Series: Copywriting with Margo Aaron

Unthinkable with Jay Acunzo

CHAPTER

The Psychology of Copywriting

Tension is such an important tool in creating effective copy because we are cognitively lazy. When you encounter a piece of copy, your brain is not actually thinking about the copy. No one in their right mind is deciding between what four pets o places they would like to eat from that night. And so once you understand that your competition is inertia, then the tools of tension make a lot more sense. Break down why this is effective, not good or bad, effective copy.

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